Fanatic has entered the United Arab Emirates’ regulated commercial gaming sector through a strategic joint venture with Momentum Group, marking the company’s first expansion outside the United States and its first involvement in the lottery industry.
Based on the agreement, Momentum’s licensed gaming operations in the UAE will be part of the newly established venture. The partnership combines Momentum’s regional market experience and regulatory standing with Fanatics’ sportsbook, iGaming and technology capabilities.
The General Commercial Gaming Regulatory Authority (GCGRA) approved a change of control of Momentum’s licensed entities, allowing the joint venture to oversee the company’s existing commercial gaming activities in the country. This includes lottery websites, iGaming, sportsbooks and gaming-related content.
The move gives Fanatics its first foothold in the fast-growing UAE gaming market while allowing Momentum to transition from its existing proprietary technology platform to Fanatics’ betting and casino infrastructure.
The partnership builds on its existing UAE license
Momentum Group has established itself as the leading licensed commercial gaming operator in the UAE. Headquartered in Abu Dhabi, the company operates through subsidiaries including The Game LLC, which runs the UAE Lottery, and Coin Technology Projects LLC, the operator behind Play 971.
The game received the country’s lottery license in July 2024 from the GCGRA, while Play 971 launched later that year as the UAE’s first fully licensed iGaming platform before adding sports betting in early 2025.
The joint venture will now oversee existing businesses while pursuing future growth under the country’s regulatory framework.
According to the company, the partnership will focus on improving technology, expanding gaming products, and strengthening customer experience while supporting responsible gaming measures.
Scott Burton, Chief Operating Officer of Momentum Group, said in a Fanatics press release: "The UAE has built one of the most carefully regulated commercial gaming markets in the world, and this joint venture is a reflection of the resulting trust. Combining Momentum’s regional experience with Fanatics’ global product capabilities creates a partnership that is well positioned to grow with this market over the long term.”
Conor Grant, President of Fanatics Gaming, added: "The UAE is building one of the most carefully regulated commercial gaming markets in the world, and Momentum has demonstrated what responsible and credible operations within it look like. We are entering this market for the long term, committed to building something truly category-defining together.”
The fanatical group extends beyond America
The agreement represents several milestones for the Fanatics. In addition to being the company’s first international gaming venture, this also marked his first step in lottery operations.
Fanatics currently operates regulated sportsbook and iGaming products in various US jurisdictions. Rather than launching Fanatics-branded products for consumers in the UAE, the company will provide the technology and operational infrastructure behind Momentum’s existing licensed platform.
Reports suggest Fanatics’ own brand will not appear on products in the UAE.
The agreement also follows Fanatics’ recently announced plans to establish a regional office in Qatar, which will serve as its Middle East headquarters. The expansion signals the company’s broader ambitions in the region, with the UAE partnership being its first commercial gaming operation outside North America.
Prior to entering the partnership, The Game had developed the UAE Lottery platform using proprietary technology and content provided by partners including EQL Games. The new arrangement shifts operations to Fanatics’ technology platform as the company looks to expand their offerings.
The UAE gaming sector continues to grow
Regulated gaming market in the UAE is still in its early stages under the supervision of GCGRAwhich has introduced a national regulatory framework for commercial gaming.
Besides the Momentum lottery and Play 971 operations, the only other licensed gaming project currently approved is Wynn Al Marjan Island, an integrated resort under development and expected to open in 2027 with a land-based casino.
Momentum and Fanatics said the joint venture will continue to operate in full compliance with GCGRA requirements while supporting the country’s long-term vision for regulated commercial gaming.
The companies stated that future investments will focus on technology, customer experience, responsible gaming and player protection while contributing to the development of the UAE’s broader digital economy.
Both businesses emphasize that as well Responsible gaming remains at the heart of this partnershipnoted that full compliance with the UAE regulatory framework will support all operations as the gaming industry continues to grow in the country.
